Ferreira, Mateus; Zambaldi, Felipe; Guerra, Diego de Sousa - In: Journal of Product & Brand Management 29 (2020) 4, pp. 491-503
Purpose: Engagement is a construct that varies according to the subject, object and context; this has been used to justify the coexistence of a variety of construct definitions and scales. Instead of proposing a new scale, this paper aims to create a procedure for comparing scales and to use it...